Multichannel Service Interactions Meeting Your Customers Channel Expectations Scott Seebauer Senior Director Product Management Oracle Service Cloud Monty Deckard Manager Business Applications Bass Pro Shops April 2, 2015
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Growing Adoption Of Channels And Devices The growing use of online channels and smart devices creates additional complexity for customers to navigate, and challenges for businesses to support. Empowered Customers Digital is Humanized 1980s 1990s 2000s 2010s WHAT S NEXT Knowledge Everywhere Internet of Things Mobile as Primary Channel Cross-Channel Service 3
Customers Expect Evolution On Every Channel Access on their terms Consistent information A clear path to an agent Know the facts about them Don t make them repeat Access to their peers 4
Monty Deckard
Evolution of Channels Phone since 1974 Email introduced late 1990 s Chat started in 2005 Proactive Chat in 2012 SMS coming in 2015
Give the customer the options for contact and let them choose the channel that they are most comfortable utilizing Average interactions per channel Phone 72% Chat 22% Email 6% 7
Just because you have a lot of channels doesn t mean you want to point to them all. Guide the customer to the method that best fits their needs and the abilities of the channel. Also consider the cost of the channel when presenting them to the customer.
Oracle Confidential 10
Bass Pro has strategically placed the channels in order based on what action we want the customer to take. That s not a typo; chat is listed twice for a reason.
For questions and issues stemming from our website; we have found that Chat is the easiest way to help the customer. We can utilize cobrowse to resolve issues and help the customer find information they could not on their own. Our chat associates are more technically inclined than our phone associates and can help resolve tech issues quickly. 12
Modern Customer Service Engage Customers Make it easy for customers to engage with your brand Cross-Channel Service Empower Employees 1 2 Make it easy to serve customers 3 Adapt Quickly Easily adapt to the changing needs of your business 13
Topics Proactive Engagement and Connected Transition Cobrowse Telephony Integration Universal Queuing SMS Video Oracle Confidential 14
Seamless Transition The TOOLS to provide a Successful INTERACTION Journey Customer navigates through web site Customer provides information on relevant products Customer is offered help Agent sees the work the work the customer did to serve themselves Customer & Agent Engaged Sees important data provided by the customer, no repeating Joins the Customer in real time to solve the problem Customer reviews a page and stalls Knows exactly where the customer is on the portal Understands any recent issues and customer disposition Engage Inform Review Join 15
Seamless Transition The Key to a Successful Customer Journey Customer navigates through web site Customer provides information on relevant products Customer is offered help Customer & Agent Engaged Agent sees the work the Sees important data provided Visitor Browser Context Capture work the customer did to by the customer, no repeating serve History themselves Joins the Co-browse Customer in real time to solve the problem Customer reviews a page and stalls Knows Page exactly Peek where the customer is on the portal Understands any recent issues and customer disposition Engage Inform Review Join 16
Engagement Engine Proactive Engagement Page Peek Visitor Browser History Custom Variable Capture 17
Engagement Engine - Proactive Engagement Popular Business Objectives & Related Rules Know Your Customer: Automatically pass a Loyalty Number to the Agent Offer Superior Assistance: Retain visitors who input an expired promo code at checkout Target High Value Carts: Engage visitors who have over $499 in their cart Reduce Abandonment: Fend off abandonment by visitors idle on a page for 30 seconds 18
Engagement Engine Deployment Single tag deployment in page footer Processes rules after page load complete <script type="text/javascript" src="//static.atgsvcs.com/js/atgsvcs.js"></script> <script type="text/javascript"> ATGSvcs.setEEID('<customer_id>'); ATGSvcs.ESTARA_HOST = 'as00.estara.com'; // PagePeek Support (function() { // Enable EE driven widgets var l = '<customer_domain>',d=document,ss='script',s=d.getelementsbytagname(ss)[0]; function r(u) { var rn=d.createelement(ss); rn.type='text/javascript'; rn.defer=rn.async=!0; rn.src = "//" + l + u; s.parentnode.insertbefore(rn,s); } r('/rnt/rnw/javascript/vs/1/vsapi.js'); r('/vs/1/vsopts.js'); })(); </script> 19
Cobrowse Get Agents And Customers On The Same Page Enhance Chat to guide the consumer and understand their issue Bring Voice customers to the Portal and teach them to self serve Combine all tools to address inquiries in the most efficient way possible 20
Cobrowse Flexible modes of operation Instant Cobrowse Agent views content of consumer web session Only tagged pages are shared Configurable field blocking Advanced Cobrowse Access to all desktop content Access types Browser, URL, domain Applications Fields Permission Options View Only View and Point (labeled pointer) View and Guide (no clicks) Remote Control (keyboard and clicks) 21
Cobrowse Tags deployed in Global Header or Footer Configurable launch point options Hover or Button <script type="text/javascript" src="https://17be418f2dd110f26041-631cc621b1140045e77e413cd09d5315.ssl.cf2.rackcdn.com/llscripts//launcher.js"></script> 22
Mobile Chat Browser - Mobile Customer Portal Reference Implementation (Mobile Page-set) Native App - SOAP API s for application embedding Cobrowse Browser - Instant cobrowse Native App - Native IOS Support 23
Computer Telephony Integration (CTI) IVR ACD CTI Adaptor Service Solution Desktop Automation provides a 10-15% decrease in Average Handle Time Data transfer provides a Connected Consumer Experience Simplified Agent Training with a single interface
Multi-Channel Toolkit for Oracle Service Cloud Accelerator for channel integration efforts Extensible reference media bar and implementation Baseline for customers and partners when integrating to a CTI, ACD or other channel platform 25
Oracle Confidential 26
Communication Partners for Oracle Service Cloud Enterprise ACD Enterprise ACD Providers Cloud ACD Cloud ACD Providers CTI Framework CTI Framework Providers 27
Universal Queue (UQ) Service Cloud Media Queue Queue Adaptor ACD Routing Engine CTI Adaptor Service Cloud Integrated Desktop Unified routing management via Third party ACD Unified Analytics and Workforce Management Consistent Agent Interface across Channels 28
Universal Queue Polling Loop Agent State Chat Assignment 29
SMS SMS SMS Connector Chat Services Service Solution 30
Your Browser is Ringing! Mobile/Computer Console Set-Top Box Telemedicine Kiosk Extends browsers with audio/video, no download or plug-in required Mobile support maintains live session while moving between 4G, WiFi, 3G, etc mobile networks Native mobile app support with ios and Android 31
CUSTOMER WEB EXPERIENCE CHANNELS WebRTC Modernizing the Web Experience Proactive and Syndicated Web Email Chat Cobrowse Social Routing AGENT Video/Voice Media Video Voice On Premise or Customer Cloud 32
Oracle WebRTC Video and Voice Concept 33
Questions? 34
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